O2’s relocation from 120 Oxford Street to its new flagship site at 142–144 Oxford Street was more than a move. It was an opportunity to reintroduce the brand’s presence at the heart of London’s busiest shopping street in a bold, engaging way.
The challenge was twofold: keep momentum alive during the closure period and then deliver an opening experience that would reignite excitement, drive footfall and showcase the very best of O2’s Priority offering.
Before the new store opened its doors, we launched a proactive campaign to ensure the brand stayed visible and customers stayed connected. When the 120 Oxford Street store closed in March, TCC delivered a multi-channel support plan to redirect customers to the nearby Tottenham Court Road store, using a mix of OOH, digital and experiential activity.
Our message was simple: We’re still here for you.
This creative thread helped maintain awareness and brand loyalty throughout the transition, while driving measurable engagement in-store.
2.6 million impressions across all channels
10,560 total clicks
414 tracked store visits with Google Ads, achieving a 13.28% CTR and 11.1% conversion rate
Footfall increased by 38% during the campaign, rising to 75% on Sundays when in-person activations were live
The interim campaign not only reduced potential drop-off during the closure period but also built anticipation for what was to come. We effectively turned a temporary gap into a live brand moment – ensuring O2 stayed front of mind on Oxford Street.
Once 142–144 Oxford Street was ready to open, we shifted gears from reassurance to celebration. Our objective was to make this flagship launch a true destination experience – blending creativity, data and digital engagement to pull people in and keep them there.
We combined an integrated six-week campaign with a series of in-store activations that invited exploration, play and participation.
Pre-Opening: We built anticipation with teaser messaging across Google Ads, Native and Hyperlocal channels.
Opening Week: We amplified the energy with live entertainment, interactive zones and experiential moments.
Post-Opening: We sustained engagement with ongoing rewards and a Priority Passport QR journey that encouraged repeat visits.
Inside the store, O2’s new home was brought to life through creative storytelling and audience participation.
Visitors followed the Priority Passport trail, scanning QR codes throughout the space to unlock clues, rewards and prizes – an experience designed to gamify discovery while gathering valuable behavioural insights.
The Wednesday Zone activation, inspired by the cult Netflix series, transformed the store into an immersive photo opportunity complete with black ice cream, themed merchandise and interactive prize draws. With live DJs and O2 goodie bags adding to the atmosphere, it became a launch that people genuinely wanted to talk about.
Our six-week digital campaign combined awareness-building with measurable store impact.
Performance Highlights:
7.2 million digital impressions
13,684 total clicks across all paid channels
1,148 tracked store visits driven by digital activity
14.99% CTR peak on opening day
2.24x uplift in store visits through Hyperlocal ads
These results proved the power of integrated digital storytelling – blending precision targeting with creative content that converts.
Across the campaign period:
192 ice creams were served
153 Priority Passports collected
626 QR code scans recorded
143 Polaroids taken
Over 12,700 total store visits recorded
Engagement ran deep. Visitors weren’t just stopping by – they were exploring, interacting and staying longer. Every activity encouraged connection, helping to embed O2’s new space as a destination in its own right.
From closure to grand opening, TCC helped O2 stay connected every step of the way.
Our insight-driven approach kept the brand visible when the doors were closed, and unforgettable once they reopened. We transformed a logistical transition into a powerful brand journey – one that connected O2 with its audience through creativity, data and experience.
